02810nam#a2200529 4500 000728526 VST 20251213202941.0 20240903120036.0 m o d cr#un# uucau 210125s2021 xxk o 00 0 eng d NEZPRACOVANÝ IMPORT 9781529756142 (ebook) 9781529718515 (hardcover) 9781529718508 (book) VST eng VST VST BUS002000 bisacsh BUS052000 bisacsh BUS043000 bisacsh KJSA bicssc KJS bicssc KJSP bicssc Hackley, Chris author Advertising and Promotion/ Chris Hackley, Rungpaka Amy Hackley. Fifth edition London : SAGE Publications, Ltd. (UK), 2021. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.  Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers elektronické knihy fd186907 czenas electronic books eczenas Business & Economics/Advertising & Promotion Business & Economics/Public Relations Business & Economics/Marketing/General Hackley, Rungpaka Amy author Hardcover version: Advertising and Promotion 9781529718515 Book version: Advertising and Promotion 9781529718508 https://zdroje.vse.cz/login?url=https://resolver.vitalsource.com/9781529756142 Plný text SAGE EB PAR 000688716 UEP01 776 E-book Tištěná verze NEPOSILAT EB